In each market clients will be able to access research service, YouGov Omnibus, and brand perception measure, YouGov BrandIndex.

The first sectors covered by BrandIndex in Italy are online and travel, while Spain includes both of these as well as confectionery, all with more than one year’s worth of historical data and a number of clients already subscribing. More sectors in both countries will be added over the coming months.

YouGov also plans to launch its Profiles audience segmentation and planning tool, in Italy and Spain at the end of Q3.

The Spain office will be headed by general manager Pau Pinós – he has more than 15 years’ experience in consumer research, having previously worked at Nielsen BASES and Millward Brown.

Its Italian operations will be led by general manager Nicola Ferrajolo – he has worked in market research for more than a decade and joins from Nielsen. Both report into Julien Chevignon (pictured), YouGov’s Southern Europe CEO. 

Chevignon said: "Entering Spain and Italy is a very exciting step for YouGov. As we develop operations in both countries we will collect and connect even richer, more detailed data, making our services even more useful to our partners and clients.

"Across the coming months in both countries we will build out the ‘YouGov Cube’, our proprietary database that allows media owners, brands and agencies to analyse hundreds of thousands of data points about consumers’ attitudes and behaviours."